'Adoption Mission': Mars Petcare campaigns to end pet homelessness

Through two of its most recognisable brands – Pedigree and Whiskas – Mars Petcare will be donating three million meals to dogs and cats in rescue centres across the UK . A special programme of support will also be delivered to shelters and owners to ensure all pets are wanted, cared for and welcomed.

Its new Adoption Mission, a £1.3m TV campaign from Pedigree, will go live on 18th July, featuring the tag line "Feel the good. Adopt". The advert aims to highlight the good that can come from pet adoption, showcasing the unconditional love and happiness that adopted pets can bring to families.

Working in partnership with the Association of Dogs and Cats Homes (ADCH) and its members, Mars Petcare will be providing a comprehensive programme of support to shelters across the UK. Through guidance from behaviourists, practical back-office training and toolkits, the company is aiming to help shelters overcome some of the barriers they face when it comes to pet adoption and tackle abandonment scenarios.

“The Adoption Mission will deliver work that will truly make a difference for dogs and cats across the country, supported by our petcare category leaders Pedigree and Whiskas, to help raise maximum awareness of the positive impact of pet adoption and help us work towards our global ambition of ending pet homelessness entirely by 2030,” said marketing portfolio director at Mars Petcare, Arthur Renault.

“Forming a crucial part of our dedication to making a better world for pets, the Adoption Mission will see us working directly with animal shelters to identify the misperceptions and help tackle the challenges around pet abandonment and adoption. It’s important to us that we share our journey with our loyal customers and we aim to do this through our marketing support and in-store activation. We know we can’t achieve this goal to end pet homelessness on our own – the support of pet-loving retailers and consumers is pivotal in driving long-term success.”

From August, in-store point-of-sale materials will be available to help retailers spread the word on Mars Petcare’s Adoption Mission, encouraging new and existing shoppers to support the campaign through their choice of purchase.